CTR – Click Through Rate – is the click-through rate, or simply put: the ratio of the number of clicks to the number of times an advertisement is displayed. The indicator is calculated not only for advertisements, but also for individual keywords. The CTR takes on a percentage value and can serve as an indication of the effectiveness of the activities carried out.

In general, it can be assumed that a high click-through rate means that the ad content displayed is a good match for users. A low CTR is often a signal to start optimising a campaign – but this does not have to be the case. After all, it is important to realise that the rate can vary significantly between industries, specific products or services. CTR is also influenced by the medium in which the ad is to appear.

Why is CTR important for search results?

CTR is one of the factors influencing a page’s position in search results. The higher the CTR, the better for the page’s position in the results. A high CTR value means that users are interested in the content of the page, which Google interprets as a positive signal that the page is of value to users.

How can the CTR value be increased?

  1. Optimise the page title and meta description – The title and meta description should be attractive and encourage users to click on the search result.
  2. Adapting to user queries – The page should be responsive to user queries and the content should be understandable and easily accessible.
  3. Adding attractive elements – Adding attractive elements such as a graphic, table or bullet list can increase the CTR and encourage users to click on the result.
  4. Using relevant keywords – Keywords should match user queries and should be placed in appropriate places on the page, such as in the title, headings and content.
  5. Optimising page load speed – A fast website is more attractive to users and is more likely to have a high CTR.


CTR is an important indicator for Google’s search results that affects the position of a page in the results. In order to increase the CTR value, it is necessary to adapt the content of the page to users’ queries, use attractive elements, place keywords in the right places and optimise the page loading speed.

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